FUNDAMENTALS OF MARKETING

This is the English edition of the first marketing book in Spanish tobe adapted to the European Space for Higher Education, which has beenwritten with the new requirements of the recent official degrees inmind. In addition to its theoretical presentation illustrated withmany examples, each chapter starts with a business situation, andcloses with a case study with practice topics, key terms and reviewquestions, along with related Internet links and specificbibliography. In addition, teachers and students are provided withcomplementary on-line material on the book's website:
www.miguelsantesmases.com/fm.htm
This textbook presents the fundamentals of marketing, the market, theconsumer's environment and behaviour, the marketing research, and theinformation systems. It later goes deeper into the marketing tools(product and services management, pricing, communication, sales,distribution and, lastly, the marketing plan), all supported byexamples and case studies. Chapters dealing with relationshipmarketing, customer relations management, new communicationtechnologies and emerging marketing techniques have also beenincluded.
Fundamentals of Marketing offers a modern approach, adapted to the new teaching methodologies which will make both the teaching and learning of the principles of marketing much easier.